WW_AnnualReport_2020_Final

Audience at Summer in Southside 2019 (Birmingham Hippodrome) c Simon Hadley (3)
Understanding our audiences
Without Walls Worldwide
We have gained international recognition for the
quality and variety of new work commissioned.
We benefit from the management of XTRAX – one
of the founder members of Without Walls that
specialises in the international promotion and
showcasing of outdoor arts work. The XTRAX team
works year-round to promote the work and travel
widely, representing Without Walls at industry
events globally.
2018-2020
Report
XTRAX is a member of Circostrada, the European
network for street arts and contemporary circus,
which ensures a voice for UK outdoor arts within
this prestigious network and through their highly
respected publications.
Our shows have continued to tour nationally and
internationally, with presentations across the United
Kingdom as well as in Europe, Asia and North
America from the likes of Wired Aerial Theatre,
Gobbledeegook Theatre, Dizzy O Dare, Luke Jerram,
Company Chameleon, Motionhouse, Mimbre
and more.
Our long-standing relationship with The Audience
Agency and partnerships with event producers has
enabled us to build a strong picture of our audiences
whilst contributing to a wider understanding of
audiences in the outdoor arts sector. This insight into
the impact of the work helps us to identify those who
are not represented and where future audience
development resources should be targeted.
In 2018
1,016,528
people attended our festivals
We strive to engage as many people as possible
through free festivals and events. The introduction of
the Touring Network Partnership and Creative
Development networks in 2019 significantly expanded
our reach into new towns, cities and counties across
the country.
According to Audience Spectrum, our audiences are
comparable to the population of England - we attract a
slightly higher proportion of medium culturally engaged
audiences (44% compared to 41% for the population)
and slightly lower proportion of lower culturally engaged
audiences (23% compared to 25% in England).
In contrast, only 17% of audiences for indoor, ticketed
arts are low cultural engagers.
Our commitment to investment in robust data gathering
helps demonstrate that Without Walls reaches
audiences who do not attend other types of arts and
cultural events, including that offered by indoor venues.
In 2019
1,415,965
people attended our festivals
… we have evidence we are reaching
new audiences who do not regularly
engage in the arts. We look at diversity
not just in terms of ethnicity but also
socio-economic background…Also the data,
collectively, has a lot of power to evidence
the impact of outdoor arts in the UK.
Karl Greenwood, Appetite,
Stoke-on-Trent
From April 2018 to March 2020,
members of the XTRAX team attended UK
sector events including Brighton Festival,
Greenwich+Docklands International Festival,
Stockton International Riverside Festival, Edinburgh
Showcase and Producers Breakfast, OutdoorArtsUK
on the Road events and The National Association of
Street Artists’ Devoted and Disgruntled.
We also had a presence at festivals and events in
Hungary (Sziget Festival), France (Cratère Surfaces
in Alès and Circostrada General meeting in Elbeuf),
Germany (Internationale Kulturbörse Freiburg); the
Netherlands (Spoffin International festival), Spain
(Fira Tàrrega) and South Korea (Seoul Street Arts
Festival and Performing Arts Market Seoul) and
Japan (TPAM).
“…. the development in outdoor arts
especially in the UK is an example
for us and how we want to work.
The Without Walls consortium is something we
would love to implement in the
Netherlands…”
Alfred Konijnenbelt, the Netherlands
Founder and Artistic Director, Spoffin
16 www.withoutwalls.uk.com www.withoutwalls.uk.com 17